New tariffs are looming, and ecommerce brands have 83 days to prepare for what could be a very different margin landscape. This isn’t just a sourcing issue. It’s a full-system challenge. Demand planning, pricing strategy, and digital execution must align to avoid falling behind as the landscape shifts.
Some brands will slow spend, skip promotions, and limit exposure. In times of uncertainty, many revert to freeing up working capital and reducing financial risk. Others will take the opposite approach. They’ll capture demand, widen their lead, and build leverage before the cost of action rises and expectations reset
When the new normal arrives, in whatever form it takes, rank will matter more than ever. Brands that stay visible and maintain momentum will be positioned to outperform now and in the future. More contribution margin today means greater flexibility tomorrow.
Rising prices may soften demand and test elasticity, but ecommerce will remain the starting point for product research. In a higher-cost environment, clarity and visibility will matter more than ever. The brands that stay disciplined on content and execution won’t just hold their ground. They’ll move ahead.